Which comes first: fund raisers moving to Internet-based fund raising digital and social media...or the direct marketing agencies that support the nonprofit fund raising industry moving into digital and social media services?
The marketing and communications world isn’t just shifting for fund raisers; those vendors that support them feel the same pressure – Agencies rebrand as priorities shift.
As traditional channels such as direct mail, DRTV or phone see stand alone declines, those fund raisers that are adopting multiple channel approaches are seeing growth.
“Successful campaigns today are integrated – online, TV, and direct mail – and customers are choosing how they want to respond,” said Sandy French of Northern Lights Direct, who recently rebranded their agency from Northern Lights Direct Response Television.
I guess it really doesn’t matter who moves first, just as long as they both move. Because NOT moving is NOT an option.
-Mike
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